Revenue Architect is the podcast for revenue leaders navigating the evolving landscape of sales, RevOps, and revenue management. Each episode dives into practical strategies, proven frameworks, and real stories from operators who are building and scaling modern revenue engines.

In this episode of Revenue Architects, we sit down with Lisa Bonanno, a revenue marketing leader with over 20 years of experience helping B2B SaaS companies transform marketing from a lead generation function into a true revenue driver.

Lisa shares practical insights on aligning marketing, sales, RevOps, and customer success to build predictable, sustainable growth across the entire customer lifecycle.

What you'll learn:

• How revenue marketing differs from traditional demand generation.

• Why marketing should own pipeline, bookings, and customer growth—not just MQLs.

• How to build stronger alignment between Marketing, Sales, and RevOps.

• Why lead quality matters more than lead volume—and how AI can improve both.

• How to adapt your go-to-market strategy for buying committees and account-based marketing (ABM). • The role of customer marketing in retention, expansion, and advocacy.

• Why brand awareness is a long-term revenue investment, not just a marketing expense.

• How high-performing revenue teams use experimentation, collaboration, and data to drive predictable growth.